Microsoft to buy health search engine

Microsoft has agreed to acquire Medstory, a health search engine to improve its offerings in this area

Microsoft has agreed to acquire a company that operates a search engine for health information, one of the most popular search topics online.

Microsoft expects that the acquisition of privately held Medstory will improve its health-search offerings and anchor a "broader consumer health strategy," the company said in a statement released Monday at the Healthcare Information and Management Systems Society conference in New Orleans.

Microsoft rival Google has tuned its Web search engine to recognize health-related queries and give users various options to refine their results by clicking on links for topics like treatment, tests, symptoms and causes.

Microsoft's broad plans for Medstory's technology include embedding it within health-related applications and services and using it to improve the search capabilities of the MSN Health & Fitness site and of Windows Live Search, Microsoft's search engine, a spokeswoman said via e-mail. Microsoft will maintain Medstory's site as a health search portal, she said, declining to say when the deal is expected to close.

Unable to match Google in general Web search, Microsoft is focusing on search services for specific audiences and topics, such as health, said analyst Rob Enderle of Enderle Group.

"With Google dominating, the way to carve out parts of the search market is through specialization," he said. "From the standpoint of [general Web] search and the value it provides to its advertising customers, Google is very hard to beat."

"To beat dominant players, you find a niche and specialize in it. That way, you can do better than the generalist because you can focus on the distinct needs the niche has," he added.

Enderle is skeptical about Google's intention to match the precision of specialized search engines with its general Web search engine. "Dominant providers want to make their tools fit all instances, but you almost never can do that. If you try to address any particular vertical, something in terms of usability drops off for everyone else, because you're forced to play within that general realm," he said.

Although Microsoft has a general Web search engine, its plan to continue operating as a standalone site and to beef up the search function of MSN Health & Fitness points to a specialization strategy. Even on Windows Live Search, it could add a separate search tab for health-related searches.

About 113 million adults in the U.S., equivalent to 80 percent of U.S. Internet users, have searched for health information online, according to a Pew Internet & American Life Project study published in October 2006. People often seek information about diseases, treatments, diets, nutrition, fitness, medicines, doctors, hospitals and insurance, that study found.

About 8 million U.S. adults searched online for health information on a typical day in August of last year, which is about the same level of popularity online as topics like paying bills, reading blogs and looking up phone numbers or addresses, Pew found. More than two-thirds of people (66 percent) begin their health-related research at a search engine, while 27 percent start at a health Web site.

Medstory will become part of the recently created Health Solutions Group at Microsoft. Financial terms of the acquisition weren't disclosed.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments


James Cook University - Master of Data Science Online Course

Learn more >




Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?